OUR team has constructed a large scope of services and back-end support, with the idea of freeing you to do what you do best while at the same time giving you complete control of every aspect of our support. -Commerce grows as a channel -Research prior to purchase becomes a standard -Users run their research online, starting from eCommerce -Digital influenced sales is estimated to grow very fast -eCommerceas an objective source of product information is estimated to grow even faster

1. New York, October, 2016
The ultimate eCommerce solution

2. Agenda

3. Agenda
Introduction
Understanding complexity
Understanding perspectives
Conclusion
The service
New perspectives

4. Introduction

5. Stable growth and more significant share
of eSales in total retail sales – across all
key regions
eCommerce growth and market share

6. Active research prior to purchase
What online or offline research did people do prior to their recent purchase?

7. Sales influencers: web & mobile
Digital, and especially eCommerce (huge databases of information on products) more and
more heavily influence traditional sales!

8. Summary
Key points:
- Commerce grows as a channel
- Research prior to purchase becomes a standard
- Users run their research online, starting from eCommerce
- Digital influenced sales is estimated to grow very fast
- eCommerce as an objective source of product information is estimated to grow even faster
Challenge for brands:
how to be properly present in eCommerce to influence both online and offline (web or mobile influenced sales)?

9. Understanding complexity

10. Understanding complexity I The channel
There are no global players in eCommerce: Amazons coverage and shares differ per geography (only 2% ms in China).
Every country and region has different list of key eRetailers, those lists differ per categories.
There are different business models in every region: from marketplace to pure B2C.
There are different purchase streams: desktop vs. mobile vs. dedicated application
eRetailers engines are constructed differently:
- Path to purchase – in the UK most users purchase via Shopping lists (49%), in the US it is mostly internal search engine
- Category: users act differently for a single purchase of big value and repetitive purchases (CPG/FMCG)
- Every eRetailer generates listing differently (popularity, sales, personal interest)
- Every eRetailer allows different type of content
- Every eRetailer has different functionalities
- Every eRetailer has different communication and targeting

11. Understanding complexity I Dimensions
eRetailer landscape (many players vs. few
players)
Mobile (APAC: mobile first vs. Europe:
desktop first)
eRetailer and market business model (market
place vs. B2C eCommerce)
Omnichannel (pure players vs. bricks & clicks)
Legal eContent requirements (mandatory
elements in the eContent)
MARKET CATEGORY eRETAILER
Category purchase type (single vs repetitive
purchase, b2b vs b2c)
Category eContent standard
Category average SKU price level
eRetailer eContent capabilities (only basic vs.
full rich eContent)
eRetailer functional&technological
capabilities
eContent Delivery form for eRetailer
(content syndication tool vs eRetailer CMS
e.g. Amazon Vendor Central)
eRetailer communication capabilities and
targeting options

12. Understanding complexity I The process
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
What is my landscape? (eRetailer
mapping) – where should I play?
What assortment is current being
sold at given eRetailers?
What is my current content quality
vs. competition and category
standards? What is my brand
visibility (vs competition?)
What is my usage of eRetailers
functionalities (vs. competition)?
What is my content consistency?
What functionalities of platforms do I
use?
Are there differences between
platforms (desktop/mobile/app) and
eRetailers and countries?
What kind of content do I already
have in stock?
What content delivery and storage
tools do I use?
What are the legal restrictions and
eContent mandatories for a given
market?
Which framework should I use
(defined by delivery method, mobile,
design requirements, platforms
capabilities)?
Do I have a shopper insights for a
given market?
What are the technical requirements
of selected eRetailers?
What are the assets delivery tools
available/used by selected
eRetailers?
What is the preferred input data
format?
What is the level of support each
eRetailer require to bring eComm
assets live?
What is the process and timing for
“going live” procedure?
How can I influence visibility in
search and navigation listings?
Which SKU and eRetailers should be
included in activation plan?
What are eRetailers communication
capabilities, that I should use?
What assets & functionalities should
be used for activation?
What should be the role [timing &
budget] of each eRetailer?
How to set up proper KPIs & ROI
expectations per eRetailer/ per
activation?
How to compare results from
different eRetailers?
What types of measuring tools are
allowed/available per eRetailer?
What types of data should be
analyzed?
How to make conclusions basing on
different data?
How to optimize/take actions basing
on data from different eRetailers?
Can I use 3rd party measurement
tools?

13. Understanding perspectives

14. Understanding perspectives
BRANDS
PERSPECTIVE
eRETAILERS
PERSPECTIVE
AUDITS
eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
I would like to know what are the
available options on my market.
How to start?
Shall I do it by myself/should my agency
do it for me?
What data should I expect?
How much could it cost?
The results I get from my network
doesn’t seem to be right.
Most of the brands assets come from my
network, some of my eComm assets
might be delivered locally.
I want to have eCommerce assets that
are in line with my brand.
I don’t want to over invest.
My network syndication solution is not
preferred on my market.
I have no budget to rework content
received from the network to fit
eRetailers needs.
I can not manage many eRetailers by
myself.
I know just the basic options that are
possible in eCommerce for activation.
I have no idea, how to be more visible
in listings
I have no idea if those options are
available at my eRetailers.
I have no clue how the activations
perform in eCommerce.
What measures should I use.
My network requires from me data
that eRetailers on my markets are not
willing to share.
How do I know that the data I receive
from eRetailers are not pumped.
I know my shop very well, I am aware
what my competitors are doing.
I am not running any brands presence
audits.
I analyse my statistics regularly, I want
to increase my sales and ROI.
Most of the assets does not fit my shop
technical requirements.
I have no time/assets to rework
eCommerce content received from all of
the brands.
Each hour I spend on content
preparation decreases my margin.
I don’t feel comfortable with external
inserts in my shop.
I would like to receive eContent in a
fit for use form, with no additional
work from my side.
I am open for an external support in
terms of eContent management.
Activations increase the attractiveness
of my eShop and increase my search
index.
There are many options in terms of
activations in my eShop.
I know what works best for each
category available in my eShop.
Data sharing is something that
might have negative impact on my
business.
There are some data regarding my
eShop performance that I am now
willing to share.

15. ”
Understanding perspectives I Brands thinking
There is a lot of hype around ecommerce and at the same time so much to do.
Realistically I have no resources to be omnichannel, eCommerce-ready,
personalized brand.
There are so much complexity within fragmented eCommerce sphere that we can
not realistically manage such a challenge.

16. Conclusion

17. Conclusion
The complexity of eCommerce competence brings several gaps across all the stages and areas from data analysis to
post-deployment optimization.
The gaps might be divided into key areas:
- standardization – lack of common processes and procedures
- unification – lack of comparable data
- centralization – [lack of “the one ring to rule them all”] one eCommerce process the services dispersed ecosystem
All those gaps could be covered by a service that would be able to introduce new standard in terms of eCommerce: be
able to deliver against the whole end to end eCommerce process while being flexible enough to meet any type of
technical/procedural expectations that would come from different 3rd party partners anchored
The service that can answer mentioned needs and fill existing gaps is called Synthrone – the ultimate solution for
eCommerce.

18. About the service

19. The service I About the service
Synthrone is a service designed to answer all of the needs and challenges that may appear during the eCommerce end-to-end process,
starting from audits and data analysis, via content production, on unified optimization ending.
The service is available as an online platform where brands, agencies and any other 3rd party partners may analyse, create, deploy,
manage, amplify, monitor&measure in a standardized and comparable way eCommerce assets across all relevant markets.
Synthrone is design in very flexible way in order to meet expectations of different partners that may appear on any level of
eCommerce end-to-end process.
Synthrone is dedicated to support eCommerce business regardless to the operations level: for local markets it is a everyday use tool
that allow to fully support eCommerce assets across eRetailers, for regional and global level Synthrone is a unique decision making
support service: by delivering coherent&conclusive data regarding specific markets eCommerce presence and their performance.
Synthrone is available in a Software as a Service [SaaS] model with monthly payments depending on account configuration.

20. eCommerce information gathering
The service I Features
Synthrone aggregates features that address whole end-to-end eCommerce process:
eCommerce brand presence, competitors audits,
category audits, strength of eShelf, findability,
position on category listing, eMarket coverage,
eCommerce presence performance, path to
purchase, eShelf quality
eContent administration, eContent management,
eContent formatting, eContent update, eContent
maintenance, eContent one-time clean up,
Any type of eContnet delivery method that will
make assets go live: eContent syndication – with an
existing partner or solo, eRetailers CMS, structured
.zip files, HTML files, manually at eRetailers,
technological support during deployment
eContent updates, eContent formatting, eContent
edition, eContent reconfiguration, eContent testing,
eContent
Available formats mapping, assets preparation,
testing, eSampling
Data monitoring, data analysis, KPI set up, results vs.
KPI,
Real time eCommerce assets management
eContent production
Activation creation and management
eContent delivery at eRetailers
eCommerce assets measurement

21. The ecosystem

22. New perspectives
AUDITS
eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
I know how to run an audit.
I understand the methodology.
I can compare results and my
markets performance in time.
All the assets are organized.
With one tool I can manage my
assets.
I can create a eCommerce asset by
myself or together with my agency in
no time.
We can implement changes when
the need comes with no delays.
With few clicks I can check what is
the required content form by a
specific eRetailer and send it to
eShop in no time.
I can also select only eRetailers that
are working with my network
syndication preferred solution.
I understand how to influence my
products visibility
I know what are the options.
I can run my activations really
smoothly.
I need much less time to run the
activation than ever before.
I receive data that are relevant for
my brand and my network.
I can track performance of my
eComm assets.
I know what can I can expect.
Finally brands have clarity about
their eContent quality and I am not
flooded with questions.
I have additional information
regarding brands in my eShop.
The assets I received are finally fit for
use.
I save so much time and money.
It is very convenient since – I can
focus on my eShop development.
I have one provider who prepares
eConetnt the way my eShop
needs it.
When I am stuck I receive support
that shortness the process and
saves money
Now finally the activations are not
mess anymore.
Everything is structured and well
managed.
I am able to run more activations in
more efficient way.
I feel comfortable with
standardized way of data
sharing regarding eComm assets
performance in my eShop.
BRANDS
PERSPECTIVE
eRETAILERS
PERSPECTIVE

23. The service I Introduction
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
Automatized auditing and reporting

24. The service I Introduction
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
Feasybility check
Brand presence
Ratings and reviews
Shelf strength

25. The service I Introduction
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
Content formattingContent storage tool

26. The service I Introduction
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
Remotely by sending files
in expected format
Remotely within eRetailer’s CMS
system

27. The service I Introduction
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
Optimization of visibility in search on category name eSamplingUsage of Cross Recommendations

28. The service I Introduction
AUDITS eCONTENT
PRODUCTION
eCONTENT
DELIVERY
VISIBILITY
&
ACTIAVTION
MEASUREMENT
HEATMAP CONFETTI SCROLLMAP OVERLAY
MULTIPLEUSERSRECORDING INDIVIDUALACTIONSRECORDING

29. EXECUTE
THE IMPOSSIBLE

30. The service I Reports dashboard
Main dashboard is the first screen after log-in.
Dashboard aggregates the most relevant
information regarding the services that are
available for a specific account.
Charts that compose the main dashboard are
modular: the order and presented data are
editable and can be rearrange according to
users needs/account type

31. The service I Reports dashboard
The dashboard present several most
important information and might differ
depending on the type of a user: brand,
agency, eRetailer.
First charts focus on most general data
like geography or methodology while
next present changes of selected
parameters in time.
All the details are available with one click
on a specific chart.

32. The service I From global to local
Very simple and intuitive navigation
allows brands to analyse data from
different perspectives: from very broad
on global level to quite detailed referring
to local analysis.

33. The service I Clear reporting
Reporting is also available in comparison
view that can be modified and adjusted
accordingly to users needs.
The detail level of presented analysis can
be also adjusted to users requirements.

34. Thank you!